Well if you actually read the copy on the media (or perhaps the explanation next to the image provided by Ivan?) you will see that it is promoting Earth Hour. And the insight of the people hugging the trees is from the internationally known term "tree hugger".

the chemicals used in the production of those cutouts, not to mention the irony of using paper, far outweigh any possible benefit here.
and using "treehuggers" only reinforces negative stereotypes; there's no clever reappropriation of the word here.
but, yes, it's _cute_.